The Four Service Truths: Case Studies

Truth #1: You can't be good at everything

Saint Louis, Missouri, USA-December 01, 2009: A Southwest Airlin

Invest your resources strategically. Underperform on the dimensions your customers value least so that you can overperform on the dimensions they value most. …


Truth #2: Someone has to pay for it

FedEx-box

Service excellence must be funded in some way. Either find a palatable way to charge your customers more, reduce costs while improving your service experience, or get customers to do some of the work for you. …


Truth #3: It's not your employees' fault

man looking at jewelry in shop window

Design a system that sets up everyone -- even your average employees — to excel as a matter of routine …                                                                  


Truth #4: You must manage your customers

left dishes in restaurant

Your service customers "work" for you in many of the same ways your employees do, so you need to manage their behavior strategically. Design a system that sets up your customers to succeed operationally. …